Matchmaking 2.0. The Representation of Women and Female Agency in the Indian Online Matrimonial Market

Abstract The first India-based websites dedicated to matrimonial matchmaking appeared on the World Wide Web in the late 1990s and the number of users has increased ever since. These websites provide a complex picture of young Indians searching for life partners. A detailed analysis of the matrimonial profiles offers a remarkable insight into the changing concepts of marriage, love, and gender roles. This article focuses on the construction and mediation processes of femininity. It is based on research conducted over the past three years both online and through fieldwork in India, mainly in Mumbai. The article analyzes how women are portrayed in the advertisements that appear on these websites. Another part of this media content analysis consists of profile analyses of female users and their self-representation online. The field research included personal interviews with users and media producers or operators. An analysis of these aspects shows not only how the medium is used, but also how female roles and ideals are negotiated in contemporary India. The article concludes with observations on the transnational dynamics of the Indian online matrimonial market, taking the Gujarati marriage market and its global medial and political network as an example.